Customer-oriented marketing strategy : theory and practice / Tevfik Dalgic and Tulay Yeniceri.

Format:

Book

Author/Creator:

Dalgic, Tevfik.

Contributor:

Yeniceri, Tulay.

Series:

2013 digital library.

Marketing strategy collection. 2150-9662

Marketing strategy collection, 2150-9662

Language:

English

Subjects (All):

Marketing.

Consumer satisfaction.

Relationship marketing.

Customer relations.

Physical Description:

1 online resource (176 p.)

Edition:

1st ed.

Place of Publication:

[New York, N.Y.] (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2013.

Language Note:

English

Summary:

This book is about customer orientation as a marketing strategy. It covers the vast literature on the subject and tries to combine the major studies in this specific field of marketing and strategy to offer a comprehensive strategic tool for decision makers in organizations. The book starts with the classic marketing concept and then reviews important developments and research of the latest findings both from the theoretical and applied points of view. Examples, methodologies, policy measures, and strategies to be implemented in order to drive customer satisfaction are the backbone of this book. Both manufacturing and service businesses are addressed. This book also covers the relationships, applications, and steps to be taken to drive continuous relationships with customers to aid in the process of defining and implementing niche strategies, international marketing efforts, and electronic commerce.

Contents:

Preface

Introduction

Evolution of marketing concept into market orientation, a historical perspective

Foundations and implications of market orientation as a philosophy, method, or strategy

Market orientation strategy as an application of relationship marketing

How to become a market-oriented organization

The antecedents of market orientation

Implanting market orientation in organizations

Measurement of market orientation

Consequences of market orientation effect on organizational performance

Market orientation in international markets

Notes

References

Index.

Notes:

Part of: 2013 digital library.

Includes bibliographical references (p. 147-156) and index.

Title from PDF t.p. (viewed on April 1, 2013).

ISBN:

1-60649-521-6

OCLC:

834603467